“301” is an HTTP standing code for a everlasting redirect from one URL to a different. 301 redirects usually point out a web page has been moved, deleted, or up to date — sending guests and search bots to the brand new URL.
301 redirects are important for web site rebrands and restructures to protect visitors and exterior backlinks.
Regardless of their significance, 301s redirects can do extra hurt than good if improperly executed.
Hyperlink Fairness
Google’s founding premise for natural rankings was based mostly on the quantity and high quality of hyperlinks to a web page — i.e., hyperlink fairness. However what occurs to rankings when the web page is 301-redirected to a different?
Ten years in the past, Google’s Matt Cutts mentioned a 301 redirect reduces a small quantity of hyperlink fairness.
Then, in 2016, Moz revealed a case research addressing how a lot is misplaced. Per the research, a 301 redirect causes a 15% drop in natural visitors. A sequence of redirects — web page A redirects to web page B which redirects to web page C — produces a 15% discount for each.
The research redirected a web page from /barstool.html to /bar-tool.html to /29-inch-bar-stool.html. The end result was a constant lack of natural visitors.
Moz’s research redirected a web page from /barstool.html to /bar-tool.html to /29-inch-bar-stool.html. The end result was a constant lack of natural visitors.
Furthermore, there was no proof of restoration months afterward.
In 2022, Google’s John Mueller roughly confirmed that 301 redirects can scale back hyperlink fairness, stating it’s finest to replace hyperlinks relatively than redirect them.
Google’s John Mueller implied in 2022 that 301 redirects can scale back hyperlink fairness, stating it’s a very good observe to replace hyperlinks relatively than redirect them.
1:1 Replacements
Mueller tweeted in 2017 that redirects must be used for “1:1 alternative URLs” — presumably redesigns and rebrands. A 301 redirect to an unrelated web page might end in Google passing no hyperlink fairness, akin to a standing code “404,” signaling the web page now not exists.
Mueller tweeted in 2017 that redirects must be used for “1:1 alternative URLs.”
Therefore, don’t redirect the web page of an expired product even when the brand new product is comparable. Let the expired product web page say “Bought out” and embrace a hyperlink on that web page for the brand new merchandise. Sure, it’s an additional step for buyers, but it surely prevents confusion from touchdown on an sudden web page. And it preserves not less than a little bit of hyperlink fairness.
Dos and Don’ts
Right here’s how I’ve come to make use of 301 redirects after a decade of search engine marketing.
- Keep away from URL adjustments if attainable. I’ve by no means seen a redirected web page completely retain its unique rating.
- Keep away from 301s for inner hyperlinks. When altering a web site’s area identify or construction, change all inner hyperlinks to the brand new URLs. By no means redirect them.
- Replace a web page earlier than redirecting it. If it’s good to redirect a web page, replace its content material to match the brand new web page and let Google index the unique URL. Then, redirect it. That may allow Google to know each pages are an identical and cross hyperlink fairness via the redirect. Likewise, for a brand new area identify, replace the content material of the previous web site to match the brand new one. Let Google crawl the previous web site earlier than redirecting it. Assist Google perceive the redirects are for precise replacements.
- Beware of buying a web site for the backlinks. Assume twice earlier than shopping for a web site to redirect its hyperlink fairness. The redirects won’t probably work except the pages are almost an identical.
Implementing 301s
Organising a 301 redirect is deceptively straightforward. Plugins for WordPress and apps for Shopify seem to do the job and not using a developer. However these shortcuts will not be failsafe.
Inadvertently omitting hyperlinks — inner or exterior — may cause critical rating drops. By no means implement 301s and not using a complete technique involving content material updates, maps of previous and new URLs, and thorough checking afterward.
